Since early September, students in Professor Sam Bradley's "Marketing Research Seminar" classes (BUS 444 and MBA 570), which incorporate hands on, real world experiences as part of the curriculum, worked to help the Hay Creek Valley Historical Association develop a new approach to marketing initiatives. The groups presented final recommendations to a team of the organization's board members during a formal event on campus in December.
"This has been a semester-long service learning project for which the students worked closely with a non-profit organization," explains Dr. Bradley. "They have offered marketing recommendations regarding branding and marketing strategies, as well as providing marketing support including demographic profiles, competitive analysis as well as marketing mix plans to increase revenue at their festivals."
Speaking for the Hay Creek leadership team and board of directors after the presentation, Joanna Furnace Education Coordinator Ron Schlegel said, "the sophistication and specific elements of each of the student proposals is already helping us to clarify our thinking and move our identity and marketing forward. What we needed was an outside perspective and that is exactly what students presented to us. The early discussions and final proposals were just the thing to get our thinking moving again."
"When I first approached the university last summer, I had no idea that we would be provided with such hospitality, in-depth involvement and be the recipients of such instrumental assistance," said Schlegel. The organization plans to develop a new action plan to build on what was discussed and presented by Alvernia's students.